Buckner International

How adding an in-site sticky button on blog and article pages impacted donor conversion

Experiment ID: #90058

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 04/04/2022 - 06/04/2022

Another organization we partner with had seen promising results from adding a sticky button to the side of website blog and article pages. We wanted to test this concept with another organization that had regularly high engagement on article and blog pages to see if we could convert engaged website visitors to donors by including a call to action sticky button that followed them down the page as they scrolled during their time on the site and consumed the content. We excluded any URLs that would be only visited by people looking for services from the organization.

Research Question

We believe that adding an in-site sticky button for article viewers will achieve an increase in donor conversion.

Design

C: Control
T1: Shoe Icon

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.46% $0.00
T1: Shoe Icon 0.66% 42.7% 99.2% $0.00

This experiment has a required sample size of 11,024 in order to be valid. Since the experiment had a total sample size of 40,236, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 42.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running the experiment for two months, we saw a statistically significant 43% increase in donations from blog visitors. The increase in visibility helped move readers who otherwise would have been more passive to take action. This is evident when we see that the segment most impacted by this treatment was returning visitors.

Here are some observations of the impact on other visitor segments in the experiment:

  • Desktop visitors had a 37.2% increase in donations with a 94% level of confidence.
  • Mobile visitors had a 58.2% increase in donations with a 95% level of confidence.
  • Returning visitors had a 148.3% increase in donations with a 100% level of confidence.
  • 35-44 visitors had a 158.9% increase in donations with a 93% level of confidence.
  • 55-64 visitors had a 56.7% decrease in donations with a 96% level of confidence.


Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #90058

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.